4. A valid study: (1) portrays the population being studied (2) establishes a casual relationship between variables (3) uses random sampling (4) measures what it is supposed to (5) None of these

5. Marketing researchers at Cumbria Ltd. repeated an experiment several times and discovered that the results produced each time were identical. This would suggest that the results were: (1) reliable (2) valid (3) usable (4) predictable (5) None of these

6. To set the price of a new dictionary. KIRAN PRAKASHAN needs to know how many dictionaries can be sold at different prices. The dependent variable in this example would be: (1) competition (2) book publishers (3) sales (4) price (5) None of these

7. Nestle develops a scale to measure young adult attitudes toward snacking. There is concern that if the questions were given to the same person several times they would produce different answers. Nestle is concerned about the scale's (1)validity (2) capacity (3) dependability (4) reliability (5) None of these

8. The University Book Shop selects 200 of its more than 8,000customers to participate in a study on service quality in the shop. The Book Shop has established a _for use in its research: (1) population (2) field setting (3) dependent grouping (4) sample (5) None of these

9. Ms. Mayawati is running for Parliament in the General Election. She needs to know the intended choices of the voters and will undertake a survey. All the voters on the Electoral Register in her constituency would be the study's: - (1) sample (2) dependent variable (3) population (4) independent^ variable (5) None of these

10. In what type of sampling design is the final choice of respondents left up to the interviewer? (1) stratified sampling (2) random sampling (3) cluster sampling (4) quota sampling . (5) None of these

11. Wessex Motors needs to assess the company's image relative to a new competitor. The time schedule is flexible, the research budget is very limited and a low response rate will not be a major problem. Wessex Motors will probably use______ survey. (1) mail (2) telephone (3) random (4) personal interview (5) None of these

12. If Adidas needs to survey retailers altitudes on the availability of product literature in athletic shoe shops and needs the results within four working days, Adidas will probably use ______survey. (1) a mail (2) a telephone (3) a mall intercept (4) a personal interview (5) None of these

13. An item on the University Book Shop's survey asks respondents to tell the shop, in their own words, what they like least about textbook shopping. This item would be an example of_______ question. (1) an open-ended (2) a dichotomous (3) a forced-sum choice (4) a multiple choice (5) None of these

14. If Proctor and Gamble, the makers of Ariel, need to know what percentage of customers examine product labels before making a product selection in the supermarket, this could best be accomplished through: (1) focus groups (2) mail surveys (3) personal interviews (4) observation (5) None of these

15. Lever Bros, markets a number of different brands of laundry detergents including Radion. Persil Power, Persil Colour and Surf. Each of these specific versions of laundry detergents can be described as: (1) a product item (2) a product line (3) a core product (4) a mix item (5) None of these

16. A brand name is one of the elements of the (1) core product (2) actual product (3) augmented product (4) All of the above (5) None of these